Content is at the heart of every great digital experience. But as enterprises scale their content strategies, managing and delivering that content effectively becomes a significant challenge. Organizations invest heavily in content creation, often spending between $40,000 to $60,000 per month on content marketing alone. Without the right tools, much of that investment goes to waste.
When content is buried across siloed platforms, it fails to deliver value — because if users can’t find it, does it really exist?
For businesses using Adobe Experience Manager (AEM), this challenge is particularly acute. As a leading content management system (CMS), AEM’s capabilities provide robust tools for content creation and organizing digital assets, but even the best CMS cannot guarantee findability without an intelligent search experience. That’s where the Coveo AI-Relevance Platform™ comes in. By seamlessly connecting Coveo with AEM, Coveo uplevels digital marketing efforts through ensuring that every piece of content — whether stored in AEM Assets, other CMS platforms, or external repositories — isn’t just findable. Coveo enables discovery, relevancy, and personalization for each visitor, regardless of where they are in their journey.
In this article, we’ll explore how AI search enhances AEM sites, the powerful synergy between Coveo’s search analytics and Adobe Analytics, and how companies like United Airlines and Dell are leveraging generative AI to transform their digital content strategies.
The Challenge of Content Delivery in Adobe AEM
The demand for personalized content has never been higher. Enterprises are producing a steady flow of blog posts, knowledge articles, FAQs, product descriptions, PDFs, and videos to support their customers across various digital channels. But as the volume of content grows, so does the difficulty of not just managing content — but making sure it’s delivered to the right person, at the right time.
Many organizations struggle with thinking in silos. This is where content authors across different teams — marketing, support, commerce — create valuable content that remains locked within disconnected systems. Without an effective way to unify and surface content that lives across the enterprise — across, and beyond AEM for example — users encounter frustrating search experiences, leading to increased bounce rates and decreased engagement.
The issue isn’t just about finding content —it’s about turning that content into engaging experiences that drive revenue. In other words, ensuring that users receive the right content at the right time, personalized to their intent and needs. Traditional content management approaches rely on manual tagging and rigid taxonomies, which become impractical at scale. AI search solves this by dynamically indexing AEM assets and content repositories, analyzing user behavior, and delivering personalized search experiences that guide visitors seamlessly through their journey.
Relevant reading: Adobe Smart Tagging: A Good Start (but Not Enough for Site Conversions)
How Coveo AI Search Enhances the AEM Platform
Integrating Coveo with AEM sites goes beyond simply adding a search bar — it transforms how users interact with digital content. Coveo’s hybrid search combines lexical with semantic search to achieve unparalleled precision and recall in results. It understands user intent, adapts to behavior, and delivers highly relevant content across multiple sources.
For example, when a visitor starts typing in the search bar, Coveo automatically suggests query-based recommendations based on successful searches from previous users. These AI-driven predictions help users find content faster, improving engagement and reducing frustration.
Additionally, Coveo’s semantic capabilities ensure that even if users phrase their queries differently, they still receive accurate results. A query like “What are our environmental policies?” would return results from sustainability reports, blogs, and regulatory documentation—even if those exact words don’t appear in the text.
Beyond search, Coveo’s generative AI-powered answers provide an even deeper level of content engagement. Rather than simply returning a list of links, Coveo synthesizes responses from multiple content sources, summarizing the most relevant information into a concise, accurate answer.
This capability is particularly powerful for self-service portals and support experiences, where users expect direct, conversational responses rather than having to sift through documents.
Relevant reading: Enterprise Knowledge Retrieval in the Age of Generative AI
Search Analytics Meets Adobe Analytics: A Powerful Combination
Understanding what users search for — and what they don’t find — is critical for refining an enterprise content strategy. Coveo’s search analytics offer deep insights into content performance, revealing top search queries, trending topics, and content gaps.
Search analytics serve as a crucial tool for content creators, identifying content gaps and signaling the need for new content. By analyzing search queries and behavior trends, businesses can detect unmet user needs. Consistent searches with minimal returns highlight opportunities for targeted content creation. This analysis surpasses simple keyword tracking, focusing on user intent to produce timely and relevant content.
For a unified view, Coveo analytics can be seen directly within Adobe Analytics. Instead of forcing marketing teams to juggle multiple analytics dashboards, Coveo can push search behavior data directly into Adobe Analytics, giving businesses a single view of user interactions across their entire AEM site.
This provides essential insights for content marketers and digital experience teams, such as:
- Which AEM assets are performing best in search?
- What are the most frequent search queries, and how well are they being answered?
- Where are the content gaps, where users search but find no relevant results?
By leveraging Adobe Analytics data alongside Coveo’s AI-driven insights, businesses can refine their content management strategies, ensuring that they are creating and optimizing content that directly meets user demand.
Extending the Life of AEM Content with Generative AI
A significant advantage of embedding relevance-focused generative search in Adobe experiences is extending the life and impact of existing content. Traditional content management models require businesses to constantly create new content to address every possible user query. This is both time-consuming and inefficient.
With Coveo’s Relevance Generative Answering, enterprises can maximize the value of their existing AEM content by:
- Synthesizing dynamic answers from multiple content sources, reducing the need for redundant content creation and driving hyperpersonalized experiences.
- Ensuring that older content remains useful by intelligently retrieving relevant information, even from archived AEM assets.
- Automatically adapting content recommendations based on user behavior, increasing personalization and engagement.
- Scales content while respecting permissions with early binding security that accounts for document permissions at indexing time.
Instead of constantly creating new content for every potential question, businesses can leverage AI to make existing content work harder, providing real-time, personalized answers at scale.
United Airlines & Dell: Real-World Success with AI Search in AEM
United Airlines: Transforming Self-Service with Generative AI
For a global brand like United Airlines, delivering exceptional digital experiences is critical. Travelers expect instant, accurate answers to their questions regardless of digital channel — whether they’re searching for travel policies, flight information, or destination guides.
United Airlines embedded Coveo’s Relevance Generative Answering into their website for greater knowledge discovery. By surfacing specific chunks from existing blogs and guides, customers receive direct answers rather than manually navigating through multiple webpages.
For example, a traveler searching for “best food to eat in Singapore” receives a curated response sourced from blogs, travel guides, and knowledge bases — without needing to visit multiple links.
United Airlines also uses Generative Answering to help customers find answers to their own questions. For example, customers can also ask questions, such as ‘can I fly with my pet?’ and personalized answers are delivered in natural human language, along with citations and supporting search results and recommendations.
By implementing AI-driven search and content recommendations, United Airlines has created a more engaging self-service experience, reducing customer support inquiries and increasing satisfaction.
Dell: AI Search for Customer Support & Technical Documentation
Dell, a long-time Coveo customer, faced a challenge familiar to many technology companies: how to make vast amounts of technical documentation easily accessible to users. Dell’s support team manages an extensive repository of PDF manuals, forum discussions, and troubleshooting guides, all stored across different systems.
With Coveo Dell enables users to find precise answers to technical issues with minimal effort. A customer searching for “my Inspiron is overheating” receives an AI-synthesized response pulling from support documentation, community forums, and product guides — even if the search query contains typos or ambiguous wording.
By leveraging Coveo’s AI and generative answering capabilities, Dell has improved its self-service resolution rates, reducing reliance on live support agents and cutting operational costs.
The Future of Exceptional Digital Experiences: AI Search + Adobe Experience Manager
For enterprises relying on Adobe Experience Manager to manage content and power their digital experiences, AI search is no longer a luxury — it’s a necessity. Without an intelligent way to surface, personalize, and analyze content performance, even the most well-structured AEM CMS can struggle to meet user expectations.
By integrating Coveo’s AI-powered search and generative answering capabilities, organizations can transform their content delivery strategy, ensuring that every visitor finds the information they need — quickly, accurately, and effortlessly.
Want to see how Coveo can enhance your Adobe AEM site? Let’s talk. Request a demo today.
Dig Deeper
Looking for more details on how Coveo can enhance your Adobe Experience Manager-powered website?
Check out the full recording of our recent demo webinar, Turn Content into Answers with GenAI for AEM Sites:
Or, download a free copy of our ebook, Maximizing AEM with AI: Delivering Hyperpersonalized Digital Journeys. It goes in depth on everything covered in this blog, giving you the tools you need to build a business case for AI search.